Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain)

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Mohammed Almossawi
Mohammed Almossawi
1 University of Bahrain

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Mobile advertising gives companies an opportunity to directly communicate with their consumers beyond the boundaries of time and space. Although mobile advertising is emerging as a promising advertising channel, its effectiveness is still uncertain and requires more investigation. This paper recruited 247 young mobile users in Bahrain and analyzed their reactions to and perceptions of SMS advertising. The study found that these young consumers’ attitudes towards SMS advertising were determined by five SMS attributes: entertainment value, informativeness, credibility, personali-zation, and irritation level. The study also found that attitude plays a significant role in determining consumers’ future buying behavior, in terms of their intention to use SMS advertising as well as their word-of-mouth (WOM) response to it.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

Mohammed Almossawi. 2014. \u201cEffectiveness of SMS Advertising (A Study of Young Customers in Bahrain)\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E4): .

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GJMBR Volume 14 Issue E4
Pg. 57- 71
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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September 3, 2014

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English

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Mobile advertising gives companies an opportunity to directly communicate with their consumers beyond the boundaries of time and space. Although mobile advertising is emerging as a promising advertising channel, its effectiveness is still uncertain and requires more investigation. This paper recruited 247 young mobile users in Bahrain and analyzed their reactions to and perceptions of SMS advertising. The study found that these young consumers’ attitudes towards SMS advertising were determined by five SMS attributes: entertainment value, informativeness, credibility, personali-zation, and irritation level. The study also found that attitude plays a significant role in determining consumers’ future buying behavior, in terms of their intention to use SMS advertising as well as their word-of-mouth (WOM) response to it.

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Effectiveness of SMS Advertising (A Study of Young Customers in Bahrain)

Mohammed Almossawi
Mohammed Almossawi University of Bahrain

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